In general, shopping is an experience that we want to go through alone, right or wrong. Even more so when it comes to impulse or less complex purchases, such as those in the retail trade. Is this the end of “I’m just having a look“?
In this article, you’ll read about:
The case of Tok&Stok
Some retailers have already understood this consumer behavior and have adopted strategies to improve the shopping experience in their stores. An example of this is Tok&Stok. In 2022, a photo taken at the entrance to one of the brand’s stores went viral. Take a look:
The role of the salesperson in the buying journey
But this changes somewhat when we talk about a more complex buying journey, such as hiring a specific service or buying a property. In this case, the problem-solving salesperson takes on the role of educator. A more consultative role, so to speak.
Very bad associations are still made when we talk about sales. It usually involves someone pushing a product or service that people know very little about so that, in the end, the salesperson gets something out of it.
This is because sales are still based on numbers and targets and miss the essential point: meeting a need. When the sales professional is concerned with meeting a need and not pushing the product at all costs for a commission, this process tends to be more assertive.
Marina Vaz, founder and CEO of Scooto